According to a new commissioned study conducted by Forrester Consulting among Marketing leaders in the US, nearly nine out of 10 respondents agreed that the more they know about their audiences’ behaviors, lifestyles and interests, the better they can deliver relevant experiences for them.

content

What’s more, most brands (>75%) are interested in cannabis consumer data to understand and reach new and existing customers. They recognize that sustainable, long-term growth requires keeping pace with their customers’ interests, like cannabis, as they evolve. They also learn that this massive audience possesses ideal attributes for campaign activation up and down the funnel. 

An untapped opportunity for marketers.

There are now 61 million people in the US regularly consuming cannabis, or about one in four adults, according to MRI-Simmons’ new 2020 study. Their research revealed the scale of the consumer base and a very distinct mindset and high-value attributes for marketing.

content

For people with preconceived notions about cannabis, the findings might seem surprising – they’re a diverse population with big, busy lives; they’re active, athletic, social and hard-working. One in four have a household income over $100K, one in three are managers, a third have graduate degrees, and one in five watch Fox News. 

For mainstream marketers repeatedly returning to the same target audience segments (and their diminishing returns), cannabis consumers represent a fresh, new growth opportunity. As an audience, cannabis consumers represent a vast yet untapped audience with very appealing behaviors and shopping habits.

content

According to a new commissioned study conducted by Forrester Consulting among Marketing leaders in the US, nearly nine out of 10 respondents agreed that the more they know about their audiences’ behaviors, lifestyles and interests, the better they can deliver relevant experiences for them.

What’s more, most brands (>75%) are interested in cannabis consumer data to better understand and reach new and existing customers. They recognize that sustainable, long-term growth requires keeping pace with their customers’ interests, like cannabis, as they evolve over time. They’re also learning that this massive audience possesses ideal attributes for campaign activation up and down the funnel. 

An untapped opportunity for marketers.

There are now 61 million people in the US regularly consuming cannabis, or about one in four adults, according to MRI-Simmons’ new 2020 study. Their research revealed not only the scale of the consumer base but also a very distinct mindset and high-value attributes for marketing.

For people with preconceived notions about cannabis, the findings might seem surprising – they’re a diverse population with big, busy lives; they’re active, athletic, social and hard-working. One in four have a household income over $100K, one in three are managers, a third have graduate degrees, and one in five watch Fox News. 

For mainstream marketers returning over and over again to the same target audience segments (and their diminishing returns), cannabis consumers represent a fresh, new growth opportunity. As an audience, cannabis consumers represent a vast, yet previously untapped audience with very appealing behaviors and shopping habits.

Putting the data to work.

In search of new growth, one large domestic beer brand worked with Fyllo to increase awareness of a new ready-to-drink format and drive engagement in key markets. 

To prove the value of CBD audiences, a campaign was designed to compare the performance produced by first-party lookalike audiences modeled off of visitors to the brand’s website and new audiences built from Fyllo CBD-infused audience segments (traditional demographic, lifestyle, interest and brand audiences enriched with CBD and THC purchase data). Both audiences were served identical rich media creative units that clicked through to the brand’s product pages where in-unit map features enabled them to search for retailers and bars that carried the new product near them. 

The results were clear: CBD-infused audiences outperformed lookalike audiences by 40%. The campaign also surpassed the Q3 industry benchmark by fivefold on the overall engagement rate for similar ad units, reinforcing data that shows cannabis consumers are more responsive to advertising and more receptive to trial compared with conventional audiences. 

A New Source of Growth 

In a marketplace where brands face an uphill battle to create and sustain connections, today’s cannabis consumers actively seek out brands and welcome them into their lives. They’re an opportunity to reach a newly addressable audience – with both the scale and mindset to be a new pathway to growth in 2021 and beyond.

UP NEXT

Forrester Opportunity Snapshot: Cannabis/CBD consumer data is foundational for brand growth

Learn More

Contact sales

Learn more about how to partner with Fyllo. For press inquiries, please email press@hellofyllo.com.

Get weekly regulatory updates straight to your inbox